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Stop Creating
Accidental Content
How You Can Become an
Intentional Content Rockstar
@jessostroff
#socialfresh
Content marketing is
real.
But what happened
to great content?
Source: Disney’s The Lion King
“Everything the light touches
is content.”
-Ann Handley,
MarketingProfs
@jessostroff
#socialfresh
51% of marketers cite lack of
time/bandwidth to create
content as their biggest
challenge.
-LinkedIn Technology
Marketing ...
@jessostroff
#socialfresh
What if you could
create twice the
content in half the
time?
Goals Before Tactics
Audience
Action
Messaging
@jessostroff
#socialfresh
PLANNING IS SEXY
@jessostroff
#socialfresh
Content Brief
Goals
Timeline
Players
Promotion
Metrics
@jessostroff
#socialfresh
@jessostroff
#socialfresh
DOING > THINKING
ABOUT DOING
@jessostroff
#socialfresh
“The talking about the thing
isn’t the thing. The doing of
the thing is the thing.”
-Amy Poehler,
Actress
@jessostroff
#so...
@jessostroff
#socialfresh
MORE is not BETTER
@jessostroff
#socialfresh
Do the Damn Thing
UFD
Edit
MVP
Polish
Atomize
@jessostroff
#socialfresh
“Power doesn’t come from
content. Power comes from
content that MOVES.”
-Mark Schaefer,
Keynote Speaker
@jessostroff
#soci...
Atomization
Pull-quote graphics
Live streams
Slideshares
Podcasts/sound bites
Retargeting ads
Blog posts
Targeted email bl...
@jessostroff
#socialfresh
Delegation FTW
“Content marketing is a
commitment, not a
campaign.”
-Jon Buscall,
Moondog Marketing
@jessostroff
#socialfresh
@jessostroff
#socialfresh
Just because you can,
doesn’t mean you
should.
Goals first (tactics second)
Planning is sexy
Create efficiently
Atomize everything
Celebrate small wins
@jessostroff
#soc...
-Bono,
Musician
@jessostroff
#socialfresh
“As a rock star, I have two
instincts: I want to have fun,
and I want to change ...
Stop creating
accidental content.
Start creating
intentional content.
@jessostroff
#socialfresh
@jessostroff
#socialfresh
bit.ly/dpmfresh
Jess Ostroff
dontpanicmgmt.com
@jessostroff
jess@dontpanicmgmt.com
Stop Creating Accidental Content
Stop Creating Accidental Content
Stop Creating Accidental Content
Stop Creating Accidental Content
Stop Creating Accidental Content
Stop Creating Accidental Content
Stop Creating Accidental Content
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Stop Creating Accidental Content

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Why does so much content out there suck? Because it's willy-nilly, throw-up-against-the-wall-and-see-what-sticks content. It's, "gotta get this done ASAP, it doesn't matter if we don't have a strategy!" content. It's accidental content. And it has to stop! Use this content planning and creation framework to create intentional content through an efficient process that you can repeat every single time.

Published in: Marketing
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Stop Creating Accidental Content

  1. 1. Stop Creating Accidental Content How You Can Become an Intentional Content Rockstar
  2. 2. @jessostroff #socialfresh Content marketing is real. But what happened to great content?
  3. 3. Source: Disney’s The Lion King
  4. 4. “Everything the light touches is content.” -Ann Handley, MarketingProfs @jessostroff #socialfresh
  5. 5. 51% of marketers cite lack of time/bandwidth to create content as their biggest challenge. -LinkedIn Technology Marketing Community @jessostroff #socialfresh
  6. 6. @jessostroff #socialfresh What if you could create twice the content in half the time?
  7. 7. Goals Before Tactics Audience Action Messaging @jessostroff #socialfresh
  8. 8. PLANNING IS SEXY @jessostroff #socialfresh
  9. 9. Content Brief Goals Timeline Players Promotion Metrics @jessostroff #socialfresh
  10. 10. @jessostroff #socialfresh
  11. 11. DOING > THINKING ABOUT DOING @jessostroff #socialfresh
  12. 12. “The talking about the thing isn’t the thing. The doing of the thing is the thing.” -Amy Poehler, Actress @jessostroff #socialfresh
  13. 13. @jessostroff #socialfresh
  14. 14. MORE is not BETTER @jessostroff #socialfresh
  15. 15. Do the Damn Thing UFD Edit MVP Polish Atomize @jessostroff #socialfresh
  16. 16. “Power doesn’t come from content. Power comes from content that MOVES.” -Mark Schaefer, Keynote Speaker @jessostroff #socialfresh
  17. 17. Atomization Pull-quote graphics Live streams Slideshares Podcasts/sound bites Retargeting ads Blog posts Targeted email blasts Sponsored social media posts Video teasers @jessostroff #socialfresh
  18. 18. @jessostroff #socialfresh Delegation FTW
  19. 19. “Content marketing is a commitment, not a campaign.” -Jon Buscall, Moondog Marketing @jessostroff #socialfresh
  20. 20. @jessostroff #socialfresh Just because you can, doesn’t mean you should.
  21. 21. Goals first (tactics second) Planning is sexy Create efficiently Atomize everything Celebrate small wins @jessostroff #socialfresh Keep In Mind…
  22. 22. -Bono, Musician @jessostroff #socialfresh “As a rock star, I have two instincts: I want to have fun, and I want to change the world. I have a chance to do both.”
  23. 23. Stop creating accidental content. Start creating intentional content. @jessostroff #socialfresh
  24. 24. @jessostroff #socialfresh bit.ly/dpmfresh
  25. 25. Jess Ostroff dontpanicmgmt.com @jessostroff jess@dontpanicmgmt.com

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